“Selling is all about relationships.” – Every sales expert ever
No sales rep would deny the personal touch required for making sales. But how many are actually applying it?
Does it count as a personal relationship when your reps talk about their prospect’s favorite sports team for a minute and then proceed to sell them the same products, using the same arguments and sending the same proposal as everyone else?
For better or worse, that kind of cookie-cutter selling doesn’t fly anymore.
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Why? Maybe it’s because of an increased level of competition where many businesses operate in hyper-saturated markets. Maybe it’s because we’re living a more diva-ish, instant gratification culture where people are accustomed to getting exactly what they want when they want it. Or maybe it’s because today’s consumers are more informed than ever and are ready to reach out to another vendor without a second thought.
Whatever the exact reason may be, it’s become incredibly important to provide a personalized experience where the consumer’s specific needs are addressed. And if sales reps can’t address their needs, consumers will simply go elsewhere.
Let’s now look at why personalization has become so crucial and discuss some ways that sales teams can focus on tailoring every aspect of the sales process for clients.
The Correlation Between Personalization and Success
Independent research firm, Econsultancy generated two interesting statistics on personalization that demonstrate the dramatic impact that it can have.
- 94% of businesses stated that personalization “is critical to current and future success.”
- Businesses that are currently using personalization techniques are seeing an increase in sales of 19% on average.
These stats are nothing to scoff at and reflect the importance of a personalized consumer experience. The bottom line is that the old motto, “if you build it (or in this case sell it), they will come” is completely antiquated – and companies who fail to focus on the individual consumer are potentially doomed in the long run.
Obviously, your most significant initial point of contact will be your sales proposal. It’s imperative that the proposal reflects your approach to the prospect as a unique entity with unique needs subject to unique circumstances. As a touch point, personalized sales proposals will set the tone for your customer relationships, but it should only be the beginning of your efforts towards greater personalization.
So what can you do to ensure that you’re providing the personalized experience that consumers are seeking? Here are some ideas.
Personalized Sales Proposals
Today’s customers are more intelligent and sophisticated than ever, and most can instantly detect a one-size-fits-all sales proposal. It reeks of phoniness – and it often gives the impression that the customer is being undervalued and their specific needs aren’t being addressed. In order to make a genuine connection and rise above the competition, it’s important to make potential customers feel special and unique – as if the products/services being offered are tailor-made for them and their needs.
Accordingly, it’s well worth taking the time to develop multiple sales proposal templates that emphasize different products/services, features, and deals. Using a CPQ solution you can automatically add in your prospect’s preferences and information to create personalized sales proposals in a way that still scales.
Use Sales Insights for More Personalized Sales Calls and Quotes
Sale analytics, CRM and CPQ solutions are streamlining the way that businesses monitor customer behavior and can provide in-depth sales insights. In turn, this information can be used to your advantage and alter the approach that sales reps take to making sales calls and providing leads with quotes.
For example, you might track who in your prospect’s organization has viewed your sales proposal to measure the company’s interest level and know the best time to engage. From there, reps could personalize their sales calls to the relevant stage of the decision-making process, discuss the products/services that are most in line with a lead’s interests, and provide a budget-appropriate quote.
Understanding the need for personalization and fine-tuning your sales process accordingly is essential for connecting with today’s consumers. Doing so not only allows you to move them through the sales funnel more efficiently, but you can also earn their respect and loyalty along the way. But remember, personalized sales proposals are just the tip of the iceberg.